5 Steps to Optimizing your Landing Pages for High Conversions

Are you in the throes of dealing with abandonment issues because the bounce rate on your landing page is soaring out the windows? Weary of having to listen to your boss rant about how the industry-average conversion rate is far more than what you managed to achieve? Whiling away time and resources on a bevy of unsuccessful PPC campaigns? Wondering how to fix the problem but coming up blank?

Fret not, because this post is for everyone who is running an e-commerce store and dreaming of optimizing their landing pages for high-conversion. While it is true that you might be suffering from creating an engaging landing page which can help the customers buy from you. The good news is that you’re not alone in this. With our ultimate, essential, definitive, and authoritative optimization tips for landing pages, you will be reporting, testing, and boosting your ROI in no time.

What to put on the landing pages?

From not that great a landing page to a dynamic landing page – if you ask four marketers about what a landing page should look like, you’ll get 5 different answers.

As a rule of thumb, these are the must-have things on your landing page for maximizing conversions:

A clear-cut headline: A headline should clearly elucidate on what you’re selling, and the best approach is to keep it short and to the point.

Support your headline with a sub-headline: Just like when you see a supporting tagline appended with the main logo, you need to add a descriptive text, summarizing the core features of the product.

Form: Try to get as much information about the user as possible, since it will help you gain more insights into your customer. Get your customer to fill a form.

The In-Depth Description: You only have 8 seconds to grab the attention of the user. In those vital moments, you either tell a story that might get skimmed over, or you can put the best features of your product in a bulleted format at the most conspicuous location.

Reviews: Social Proof is a magical thing. Various studies have revealed that around 70-90% of people trust a brand with positive reviews.

The Ultimate Call-to-action: If you’re lucky enough, the customer will reach the bottom of the page, and once they do that, it means they’re engaged. Strike the iron while it is still hot. Place the call-to-action button at the bottom.

Now that you know what to put in your landing page, let’s move on to the 5 steps that can help you optimize your landing page.

Step 1: Define KPIs

Before you design, what you need to do is to define your measurable KPIs.

How will you measure the success of your landing page?

There are various KPIs that can be applied to the landing page, but here, let us mention the few core ones.

Time on Page (TOP): How much time does the user spend on the landing page? You can use a heatmap to figure it out.

Conversion Rate: How many people are filling out the form and converting from the landing page?

Total Sales: What are the total sales nailed by your landing page?

The Revenue Generated: How much revenue was generated from the sales that were the outcome of this landing page?

Step 2: The Form

In most cases, companies compel users to fill out a form and reciprocate them for their troubles.

The form that you create for your landing page is more of an art than science.

While it is good to squeeze out the maximum information from the user, there are three things which you need to ask first; the first name, last name, and the email address.

Ideally, you can stop right here, but if you want more information from the user, you need to be careful about it.

Here are a few things you can ask safely without sounding too intrusive, which can help the brand sketch a buyer persona of the customer:

Company

Job Title

Country

Budget

Step 3: The Design

The design of the landing page is a crucial element which can help customers to convert them into leads.

While designing the landing page, you need to consider the following elements:

The color scheme that you use for your brand reflects the values of your brand. Study the psychology of colors before you use any colors on your landing page.

The Template. The best approach is to use a template for your design. Create one design and keep changing the photos and content in the template.

Step 4: The Content

As discussed earlier, a landing page should follow the things mentioned earlier: The headline, sub-headline, description, Reviews, and a call-to-action.

Content is one element that can either engage the users or drive them away.

The headline that you use should not exceed 70 characters.

The sub-heading should complement your main heading.

Describe why is the product different from the rest?

If your form leads to an eBook, go through the main points which will be discussed within the eBook.

Step 5: Call to Action

The final step is to use an attention-grabbing call-to-action button.

The main call-to-action on your landing page will be the button a visitor presses to submit the form.

Here, you need to take care of the colors that you’re using on the CTA button.

If you’re using a shape, ensure that the shape doesn’t conflict with any of the brand values or wreaks havoc on the aesthetics.

Finally, you need to create some catchy tagline on the CTA button.

To conclude it all

Creating a landing page is easy, but to engage the users, and to keep them riveted to your page is hard. If you use the steps mentioned in the post above, you can pretty much grab the attention of the user and convert that visitor into a customer.